the power of language & emotions in marketing #persadoSpeaks Guy Krief, SVP Product & Innovation Persado [email protected] @guykak
May 10, 2015
the power of language & emotions in marketing
#persadoSpeaks
Guy Krief, SVP Product & Innovation
Persado [email protected]
@guykak
variants marketing message
response click-through rate
1.81%
1.62%
1.59%
0.92%
100% at stake!
variants marketing message
response click-through rate
1.81%
1.62%
1.59%
0.92%
ELASTICITY THE LANGUAGE OF A MARKETING MESSAGE CAN GENERATE VARIATIONS IN RESPONSE RATES OF UP TO... 800%
TECHNOLOGY NOW ALLOWS TO TEST & TRACK_ C:\
“What should we put in there?”
a big but... #finite# number of variations
Theoretical / logical approach
1 Generate all the possible variations
2 Test all those
variations +
(1) You will need to hire 1,000s of copywriters, for a
few years.
#cost #'me
(2) You will need more than all current living
humans on earth.
#cost #possibleNOT
“it’s all about organization”
_emoSonal_
_formaTng_
_funcSonal_
_features_
Those are the
KEY COMPONENTS OF ANY MARKETING MESSAGE
Generate & model the universe of possibili5es, aka
THE SEMANTICAL SPACE
>>> we got there by analyzing billions of online customer interactions, took us 3 years, and $15m in R&D
so, what we mean, is going from... THIS
... to this.
Having modeled the semantical space allows
to properly sample it
that’s s'll millions of combina'ons
Let’s talk math: #A/B testing 200 responses / variant
#Multi-variate 30 responses / variant
#Statistical_algorithms 0.003 responses / variant
~ 300 MILLION RESPONSES
~ 45 MILLION RESPONSES
~ 4,000 RESPONSES
TO EXPLORE 1.5 MILLION VARIANTS
Enjoy the absolute best message #HOLYGRAIL #PERFORMANCE #ROI
does NOT magically apply anywhere
P-R-O-C-E-S-S P-A-G-E-S
whatever the language,
99% WILL CLICK
* * the remaining 1% don’t speak English
RUNNING A DIAGNOSIS allows to concentrate effort & money on impression that matter
that's a response elasticity test
with semantical extremes
INSTANT VS. D E L A Y E D
on text messages, nega5ve emo5ons tend to
underperform... except in La5n America where
urgency (“hurry up") is the strongest category
probably a bad idea to use impera5ve in email subject
lines
on the web, you can get clicks from nega5ve emo5ons (like “don’t
miss it” or “limited 5me offer”), but not conversions
there is absolutely no
correla5on between length of subject lines & open rates
of emails
if you are to use
immediacy in a call-‐to-‐ac5on on the web, “today” has higher chances to
perform than “now”, that is for
conversions :)
first person voice in the CTA (“that’s a deal”,
“let’s go”) performs very well... for social gaming only.. but both on web &
on the web, the performance of ac5on verbs like “start” in the CTA is highly product
sensi5ve
on the web, over-‐communica5ng about discount & sales tends...
...to have a nega5ve impact on actual
conversions
emo5ons generate most of the impact across channels, except for email
subject lines where it’s product features
op5mism is the strongest emo5on for
instant responses across all digital channels, on average the use of “awesome”, “you’re
lucky” generates clicks!
worst emo5on for conversion across channels is a nega5ve one, it’s threat (“aNen5on”, “watch out”, “important”)
in financial services, intense posi5ve
emo5ons (op5mism like “ you’ll love) have a posi5ve impact for
premium clients... but a nega5ve impact on
regular clients
SOURCE: PERSADO • 65MILLION UNIQUE USERS • 703MILLION DIGITAL IMPRESSIONS • 45MILLION RESPONSES
thank you. questions anyone?
hey, check us out at www.persado.com